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Keywords: User-generated content
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Journal Articles
European Journal of Management and Business Economics (2025) 34 (3): 359–383.
Published: 24 June 2024
... online activities. Originality/value This study offers valuable insights into mechanisms to encourage consumers to generate content, known as user-generated content, to the extent that the tools for developing this content are the same. 研究目的 至今, 很少研究嘗試去探討消費者為何或於何時會樂意去參與與品牌相關的在線活動。本研究擬探討品牌摯愛對消費者會否決定參...
